45% of Mobile Advertisers Used Targeted Campaign Methods in Q3 2011
According to the latest Scorecard for Mobile Advertising Reach and Targeting (S.M.A.R.T.) report from Millennial Media, 45% of mobile advertisers utilized targeted-audience campaign methods in the third quarter, with about two-thirds of this group targeting local markets.
The S.M.A.R.T. report for the third quarter found that finance was the top U.S. advertising vertical ranked by spend, followed by entertainment, retail and restaurants, telecommunications, CPG, education, automotive, travel, dating, and portals and directories.
The top international advertising vertical ranked by spend in the third quarter was entertainment, followed by telecommunications, retail and restaurants, finance, CPG, automotive, travel, education, pharmaceuticals, and dating.
The technology vertical experienced a year-over-year spending surge of 687 percent in the third quarter, while CPG saw growth of 378 percent and finance saw growth of 356 percent.
In the third quarter, sustained in-market presence represented 34 percent of advertisers’ campaign goals, followed by lead gen/registrations with 21 percent, product launch/release with 18 percent, brand awareness with 11 percent, increased foot traffic with 10 percent and site traffic with 6 percent.
Millennial Media cites InsightExpress’ Q3 2011 “Digital Consumer Portrait” report, which found that 32 percent of smartphone owners plan on searching for an item to find better prices on their mobile devices while inside retail outlets this holiday shopping season. This was followed by 27 percent who said they would search for an item to find reviews, 26 percent who said they would scan a barcode, 23 percent who said they would use a coupon and 23 percent who said they would look for a coupon.
According to Millennial Media, 55 percent of advertisers used broad-reach mobile campaign methods in the third quarter, while 45 percent used targeted-audience methods. Of those who used targeted methods, 66 percent used local-market targeting, while 34 percent used behavioral and demographic targeting.
Mobile site accounted for 54 percent of the campaign destination mix in the third quarter, followed by application download with 28 percent and landing page with 18 percent. “As Smartphone adoption continues to increase and Tablets gain popularity, advertisers are creating applications that have all the functionality available on their website with a simple, easy-to-use navigation,” the report noted.
Application download was a post-click campaign tactic for 34 percent of advertisers in the third quarter, followed by watch video with 32 percent and enroll/join/subscribe with 29 percent.
The top global application category was games, followed by music and entertainment, mocial (mobile social networking), communications, and news.
According to Millennial Media, 72 percent of the impressions on its network during the third quarter were on smartphones, followed by 14 percent on connected devices and 14 percent on feature phones.
Of all smartphones and connected devices on its network, 56 percent were running on Android, while 28 percent were running on iOS and 13 percent were running on RIM.
Source:
http://www.millennialmedia.com/wp-content/images/SMART/MillennialMedia-SMART-Q3-2011.pdf
